FDA could be gearing up to finally define the term 'natural'

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Dive Brief:

FDA released a reminder to consumers that they should always read the labels of the products they buy, according to a news release.

FDA stressed the importance of reading labels for flavor ingredients, especially when it comes to real versus artificial.

Manufacturers have to be careful about flavor claims because certain parameters may surround whether a label can say a product is a butter cookie versus a butter-flavored cookie, for example.

Dive Insight:

Consumers are already reading product labels to find out about ingredients for their health benefits and whether a product is natural. Half of the adults the FDA surveyed said they check the Nutrition Facts label when buying food or beverages always or most of the time.

So the question is, why would the FDA do this now?

FDA could be gearing up to finally define the term "natural," which has long gone unregulated to the dismay and confusion of consumers and public health advocates. By alerting consumers to the difference between flavors derived from actual, natural ingredients versus something artificial, FDA could be priming consumers for the changes that could occur on product labels should the agency finalize a definition for the term.